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About

Overview

CONTEMPORARY MARKETING 16E has proven to be the premier teaching and learning solution for principles of marketing courses. This best seller only grows stronger with each groundbreaking new edition, building on past milestones with exciting new innovations. The all-new Sixteenth Edition continues the Boone and Kurtz tradition of delivering the most technologically advanced, student-friendly, instructor-supported text available. Current, relevant, and cutting-edge, CONTEMPORARY MARKETING remains in a class by itself.
Available with InfoTrac® Student Collections http://gocengage.com/infotrac.

Additional Product Information

Features and Benefits

Each chapter contains a "Career Readiness" feature addressing important aspects of proper business etiquette, including communication, business dinners, and the most effective way to build strong customer relationships.

"Assessment Checks" are included at the end of each section of the text, giving students the chance to quickly assess learning.

Highly effective end-of-chapter self-quizzes called "Assurance of Learning Review" include questions designed to quickly assess students' understanding of key concepts.

The text is supported by a full suite of teaching and learning supplements, including a Test Bank with more than 4,000 questions categorized by chapter objective, difficulty level, Bloom's taxonomy, and AACSB and Rubin/Dierdorff requirements; an updated Instructor's Manual with detailed lecture outlines, collaborative learning exercises, answers to end-of-chapter questions, and a media guide; and PowerPoint® presentations.

A completely revised online student assessment suite of solutions are available to help enhance student understanding of the material and give the instructor the ability to manage classes, assignments and track student progress through a variety of platforms.

CourseMate brings course concepts to life with a simple and elegant interactive supplement that allows students to learn interactively, study and prepare for exams. CourseMate also includes an integrated e-book, interactive teaching and learning tools including quizzes, interactive flashcards, video case and interactive simulation homework assignments, and more. CourseMate also will provide adopting instructors with access to an "Engagement Tracker" that provides insights into students' progress and comprehension of the material through CourseMate.

What's New

CONTEMPORARY MARKETING 16E includes extensive coverage of social media marketing. Throughout the text, opening vignettes, boxed features, cases, and references discuss how the trend toward social media has affected the entire world of marketing.

All new Opening Vignettes and "Evolution of a Brand" features give readers an in-depth look at the success stories of brands that have effectively maintained their coveted position as market leaders over the course of time. New photographs and advertisements throughout the text add currency, interest, and concept reinforcement, making the new edition even more effective for visual learners and today's media-savvy students.

All-new end-of-chapter video cases focus on the processes, strategies, and procedures of successful real-world companies in order to bring key concepts from the chapter to life for students. Featured companies include BoltBus, Ski Butternut, and Geoffrey B. Small.

All new end-of-part video cases focus on Scripps Networks Interactive & The Food Network. Scripps Interactive & The Food Network use various marketing techniques to connect advertisers and sponsors with their targeted customers and provide content via several channels, including TV and social media.

InfoTrac® Student Collections are specialized databases expertly drawn from the Gale Academic One library. Each InfoTrac® Student Collection enhances the student learning experience in the specific course area related to the product. These specialized databases allow access to hundreds of scholarly and popular publications - all reliable sources - including journals, encyclopedias, and academic reports. Learn more and access at: http://gocengage.com/infotrac.

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs.
Contact your Learning Consultant for more information.

Instructor Supplements

The Instructor's Resource CD-ROM includes ExamView® Testing Software, allowing instructors to create custom exams by selecting questions, editing existing questions, and adding new questions; PowerPoint® resource slides that provide supplementary information, activities to reinforce key concepts, and solutions to end-of-chapter activities; and the Instructor's Manual, which organizes each chapter by learning objectives and includes teaching suggestions and answers to end-of-chapter activities.

DVD
(ISBN-10: 1133608418 | ISBN-13: 9781133608417)

End-of-chapter videos focus on successful real companies' processes, strategies, and procedures in order to bring key concepts from the chapter to life. The continuing video case features a company that's heavily invested in social media marketing.

Ensure that your students have the understanding they need about marketing procedures and concepts they need to know with CengageNOW. This integrated, online course management and learning system combines the best of current technology to save time in planning and managing your course and assignments. You can reinforce comprehension with customized student learning paths and efficiently test and automatically grade assignments.

Ensure that your students have the understanding they need about marketing procedures and concepts they need to know with CengageNOW. This integrated, online course management and learning system combines the best of current technology to save time in planning and managing your course and assignments. You can reinforce comprehension with customized student learning paths and efficiently test and automatically grade assignments.

MindTap is a fully online, highly personalized learning experience built upon Cengage Learning content. MindTap combines student learning tools - readings, multimedia, activities and assessments - into a singular Learning Path that guides students through their course. Instructors personalize the experience by customizing authoritative Cengage Learning content and learning tools, including the ability to add their own content in the Learning Path via apps that integrate into the MindTap framework seamlessly with Learning Management Systems.

This access code will provide your students with seamless access to their MindTap™ Marketing resources from within your campus Learning Management System. Students will be prompted to enter this access code the first time that they click on a link in your course that includes Cengage content.

Flash cards are effective study aids especially when you only have a limited amount of time. These flash cards work with your title and can help you to review and learn essential terms and key concepts. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, flash cards are already included.

Quizzes are effective study aids especially when you only have a limited amount of time. These quizzes work with your title and can help you to review and learn essential terms and key concepts. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, quizzes are already included.

Flash cards and quizzes are effective study aids especially when you only have a limited amount of time. These flash cards and quizzes work with your title and can help you to review and learn essential terms and key concepts. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, flash cards and quizzes are already included.

Student Supplements

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want. This integrated system helps you efficiently manage and complete homework assignments from the text. Take pre-tests to determine the areas which require more practice and direct you to review tutorials, Homework video cases and simulations, demonstration exercises, videos, eBook content, and fun Marketing games to help learn the material, and get feedback on post-tests that check your comprehension afterwards.

CengageNOW is an easy-to-use online resource that helps you study in less time to get the grade you want. This integrated system helps you efficiently manage and complete homework assignments from the text. Take pre-tests to determine the areas which require more practice and direct you to review tutorials, Homework video cases and simulations, demonstration exercises, videos, eBook content, and fun Marketing games to help learn the material, and get feedback on post-tests that check your comprehension afterwards.

Make the Grade with CourseMate.
The more you study, the better the results. Make the most of your study time by accessing everything you need to succeed in one place. Read your textbook, take notes, review flashcards, watch videos, and take practice quizzes--online with CourseMate.
Marketing CourseMate includes: an interactive eBook allowing students to take notes, highlight, bookmark, search the text, and use in-context glossary definitions. The interactive teaching and learning tools include: quizzes, flashcards, homework video cases, simulations, and more.

MindTap™ Marketing for Boone/Kurtz's Contemporary Marketing, 16th Edition provides you with the tools you need to better manage your limited time -- you can complete assignments whenever and wherever you are ready to learn with course material specially customized for you by your instructor and streamlined in one proven, easy-to-use interface. With an array of tools and apps -- from note taking to flashcards -- you'll get a true understanding of course concepts, helping you to achieve better grades and setting the groundwork for your future courses. Access to this product is valid for 6 months of usage.

This access code will provide you with seamless access to your MindTap™ Marketing resources from within your campus Learning Management System. You will be prompted to enter this access code the first time that you click on a link in your course that includes Cengage content.

Flash cards are effective study aids especially when you only have a limited amount of time. These flash cards work with your title and can help you to review and learn essential terms and key concepts. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, flash cards are already included.

Quizzes are effective study aids especially when you only have a limited amount of time. These quizzes work with your title and can help you to review and learn essential terms and key concepts. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, quizzes are already included.

Flash cards and quizzes are effective study aids especially when you only have a limited amount of time. These flash cards and quizzes work with your title and can help you to review and learn essential terms and key concepts. This is instant access product; at the completion of your purchase, simply go to "My Home" and gain immediate access to your product. Note: If you have purchased CourseMate for your title, flash cards and quizzes are already included.

Meet the Author

Author Bio

Louis E. Boone

After a long and distinguished career, Louis E. "Gene" Boone passed away just before the publication of the Thirteenth Edition of CONTEMPORARY MARKETING. Over the years, students and colleagues at the University of Tulsa, the University of South Alabama, and other schools in the U.S., Australia, and Europe were fortunate to be influenced by Gene's insights. Many marketing instructors knew Gene through his distinguished career and remember the numerous contributions he made to business education. Gene was a pioneer of the marketing discipline and arguably the best and most creative business writer of his generation.

After a long and distinguished career, Louis E. "Gene" Boone passed away just before the publication of the Thirteenth Edition of CONTEMPORARY MARKETING. Over the years, students and colleagues at the University of Tulsa, the University of South Alabama, and other schools in the U.S., Australia, and Europe were fortunate to be influenced by Gene's insights. Many marketing instructors knew Gene through his distinguished career and remember the numerous contributions he made to business education. Gene was a pioneer of the marketing discipline and arguably the best and most creative business writer of his generation.

David L. Kurtz

David L. Kurtz has taught at a number of major U.S. and foreign universities, and collaborated on writing best-selling books with Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese, and Spanish. Dave has lectured extensively throughout North America, Europe, Asia, and Australia.
Dave attended Davis & Elkins College in Elkins, West Virginia for four years, and was then accepted by the graduate business school at the University of Arkansas, where he met Gene Boone. Gene and Dave became longtime co-authors; together they have produced more than 50 books. In addition to writing, Dave and Gene have been partners in several entrepreneurial ventures.

David L. Kurtz has taught at a number of major U.S. and foreign universities, and collaborated on writing best-selling books with Louis E. Boone. Their publications have been translated into Chinese, French, Indonesian, Italian, Polish, Portuguese, and Spanish. Dave has lectured extensively throughout North America, Europe, Asia, and Australia.
Dave attended Davis & Elkins College in Elkins, West Virginia for four years, and was then accepted by the graduate business school at the University of Arkansas, where he met Gene Boone. Gene and Dave became longtime co-authors; together they have produced more than 50 books. In addition to writing, Dave and Gene have been partners in several entrepreneurial ventures.